The concept behind our Confidence campaign was assertiveness, self acceptance and diversity. We did this because we want women to be inspired and empowered by the images they see of other women. We also believe that, as a fashion label, we have a responsibility to embolden women and not undermine them with unrealistic or unattainable body images.
The four models we chose are strong and positive representations of difference - race, disability, model health advocacy and non-conformity. The location we decided upon was an office boardroom. We wanted to place these women in a classic setting of power.
Also important to us was the honest representation of how these women look. While they have had the benefit of a professional hair and make up team none of these images has been photoshopped.
Our muses, and inspiration for expression and confident body language, were characters, albeit fictional, who are well known for their strength of self conviction - Claire Underwood from House of Cards and Harvey Specter from Suits.
We are aware that such images of women will be unfamiliar, especially given women are most commonly shown as passive or demure. To some they may even appear as masculine or aggressive.
Our response to that is a quote by Simone de Beauvoir - 'Man is defined as a human being and a woman as a female - whenever she behaves as a human being she is said to imitate the male.'